I suppose that launching a portal like Sala de Inversión was to attract organic search traffic resulting from Search Engine Optimization practices (SEO). Can you talk about your experience in this field?
TradingFloor.com was launched before Sala de Inversión. The former project started with Dinis Guarda, along with the direct support from Torben Kaaber, the bank’s Chief Commercial Officer and a great team including Aida Blanco, project manager and Nelson Pires, head of development from Oneline Centric Limited. The project started in October 2008 and was based on three key observations:
1. The notes by the Saxo Bank’s strategy team that were translated and published in Arabic by our PR Department were in great demand by Middle Eastern press
2. The new site ru.saxobank.com created by the Eastern European Region in Russian was generating a lot of traffic and high-quality leads coming from search engines
3. Every time that we distributed a press release in Latin America and Spain, they generated organic leads and high-quality new accounts
These observations pointed at three key opportunities: To satisfy the demand of the international press for high-quality content, to satisfy user demand via search engines and, finally, the opportunity to generate new leads and clients by publishing and distributing these contents on a digital format. This is how TradingFloor, www.tradingfloor.com, was started.
Sala de Inversión, which is the Spanish version of this platform, has broken all of the bank’s internal records with respect to traffic growth from search engines, traffic from social networks and with respect to ‘organic new accounts’. Furthermore, Sala de Inversión, www.saladeinversion.es, was selected in Europe as one of the three finalists in the ‘Best Corporate Innovation of the year’ category for the first LinkedIn awards. Nonetheless, given the high speed at which the communications industry changes and the fast transformation of media, the search engine optimisation process is an increasingly complex discipline that takes place in an increasingly competitive field.
The key to upholding our level was to centre on starting the value creation process from the time of making initial contact with our clients: the content/media itself. This was possible because we have an institutional strategic alliance in Spain with banks and brokers that support us via their strategy teams and opinion leaders.
Do purely online lead generation activities work for your target segment or is it better to have a mix of Internet actions and face to face contact?
Saxo Bank has been an online bank since the very beginning, so it has always been easier to find our target clients online. However, there are still many investors that employ more traditional methods, they don’t have the same activity or don’t know about the advantages that they can obtain via the Internet so a mix is essential for this reason.
Right now you could say that there is more noise than activity in our industry. Despite the fact that mobile marketing is the distribution method of the future, it is only now starting to gain ground and become more developed. We must remember that it is only another distribution channel and not a current need presented by the clients of the industry.
I can assure you that when clients trust more online trading via mobiles, there will be a lot more of activity. In any case, Saxo Bank has been offering SaxoMobileTrader for several years and in our marketing department, we are ready to adapt to this new distribution channel.
Go to other sections of the interview:
1. The keys to success in online marketing & brand management in the in the Financial Service Industry click here
2. Saxo Bank pioneering financial entity with regards to social networks in Spain and Latin America click here
3. The Future of Online Marketing in the Financial Service Industry click here
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